Tobacco use remains a significant public health concern in Tunisia, with nearly one third of adults smoking cigarettes as of 2024. Despite increasing awareness of its health risks, smoking remains socially acceptable - especially among men and in rural areas. Moreover, while tobacco products are relatively expensive, the existing tax structure falls short of World Health Organization (WHO) recommendations, limiting its effectiveness as a deterrent. Although regulatory measures such as public smo

Cigarette volume sales in Tunisia declined in 2024, largely due to supply shortages affecting both local and international brands. Popular domestic offerings such as 20 Mars Silver and Bousetta, along with international brands like Royal Light and Royal 100’s, were frequently unavailable. The state-owned Régie Nationale des Tabacs et des Allumettes (RNTA), which holds a monopoly over the legal tobacco market, continued to face serious financial difficulties - disrupting production and delaying

Volume sales of cigars, cigarillos, and smoking tobacco declined sharply in Tunisia in 2024. Smoking tobacco - by far the largest category - experienced a notable reversal of fortunes, following several years of buoyant growth. A key contributor to this trend was the poor performance of Régie Nationale des Tabacs et des Allumettes’ (RNTA’s) local brand 111, launched in 2022 to target pipe and shisha smokers. The product was widely perceived as inferior to imported alternatives, resulting in weak

In 2024, Tunisia’s smokeless tobacco, e-vapour products and heated tobacco market experienced a decline in volume terms. Smokeless tobacco saw a significant downturn, primarily due to reduced production of local brand Neffa. Widespread drought and insufficient rainfall severely impacted the collection of the plants used in Neffa’s production, leading to supply shortages and declining sales.

The population of Tunisia is predicted to increase by 2.3%, due to changes in net migration and natural change, standing at a total of 12.4 million citizens by 2040. The birth rate in Tunisia is anticipated to fall between 2024 and 2040. By 2040, the largest cohort of people will be middle-aged (aged 45-64). Generational cohorts in Tunisia will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Nappies/diapers/pants in Tunisia registered strong double-digit value growth and only muted volumed growth in 2024. Price increases, due to the rising cost of raw materials, transport and distribution, supported value sales, but dampened volume sales and many consumers opted for reusable home-made cloth nappies instead.

The menstrual care market in Tunisia recorded positive value growth in 2024, whilst volume growth was marginal. Value growth was driven by inflation and price increases in the year for most menstrual care products due to the rising cost of imported raw materials, transport and distribution. Volume demand, meanwhile, was impacted by the already high penetration rate of these products, which has reached approximately 100%, according to the National Office of Women in Tunisia.

The demand for wipes continued to rise in Tunisia in 2024, driven by growing awareness of these products due to the strong advertising efforts from major companies and the wider distribution of wipes through modern retail stores. The ongoing improvement in living standards in Tunisia, particularly in urban areas, where people tend to maintain higher hygiene standards, further boosted demand.

Despite Tunisia’s ongoing economic crisis and a decline in consumer purchasing power, retail tissue and hygiene performed well in both value and volume terms in 2024. More consumers are increasingly aware of the benefits of tissue and hygiene products, viewing them as essential items. In addition, the category enjoys healthy demand as Tunisians with busy lifestyles seek products that cater to their needs. However, demographic changes, such as the declining birth rate, are affecting some categori

Tunisian consumers continue to eat outside of the home more frequently, driven by factors such as traffic, longer distances between work and home, and a need to save time due to increasingly busy lifestyles. In addition, the increasing participation of women in the workforce and fewer households with a female domestic worker have contributed to a decline in home-cooked meals. As a result, fast food chains and restaurants are visited more often, driving growth of away-from-home tissue and hygiene

Retail tissue recorded further growth in 2024, driven by social changes and consumer habits, especially in urban areas. Growing consumer confidence due to higher disposable incomes, population growth and urbanisation also stimulated sales, as did the rising popularity of competitively-priced private label products. Key retailers, including Carrefour, Géant and Monoprix, have invested in their own private label brands.

Retail adult incontinence products in Tunisia experienced strong volume growth in 2024, driven by an ageing population and increased awareness of the availability of such products. Many doctors have discussed the benefits of these products on television shows, explaining how they help sufferers throughout the day. In addition, these products are now widely available in supermarkets and hypermarkets, making them more accessible for consumers.

Unpackaged laundry detergents used to be sold in rural areas of Tunisia and had virtually disappeared from big cities. However, these cheaper formats have witnessed a resurgence. Middle and low-income consumers prefer to buy detergent in smaller quantities from Tunisia’s traditional grocery stores, often buying as and when required. There are two brands leading unpackaged laundry detergents: Clean by Azur Detergent (Société d'Articles Hygiéniques Sarl (SAH)) and Dexel from Société de Détergents

In 2024, shoe polish continues to drive overall category performance as it still dominates value sales in Tunisia. Sales are concentrated in large cities, where consumers are generally more inclined to invest in their appearance. International players such as Kiwi, Baranne, and Bright have expanded their range of products to launch polishes for sneakers and leather. Smart, an imported brand from Turkey, launched in 2024 offering a range of specific products for a younger audience, including shoe

Toilet care has witnessed remarkable growth in Tunisia following the launch of new imported brands in the traditional channel. For years, the domestic brand Choc (Comptoir de Diffusion et de Fabrication de Produits d'Entretien (CODIFA)) was the only toilet care product available in traditional grocery retailers, whilst imported brands were mainly sold in modern grocery retailers. With demand increasing for toilet care products in all consumer groups, imported brands are penetrating the tradition

Air care volume sales in Tunisia slowed down in 2024 due to the remarkable increase in retail prices. High inflation and economic crisis has resulted in lower purchasing power. Even domestic brands such as Kiordor and Nassim that are usually sold at affordable prices compared to imported brands were affected by lower demand. The increase in distribution, production and raw materials costs has pushed up retail prices in air care, both on imported and local products.

Home care volume sales in Tunisia slowed down in 2024 amid inflationary pressures and price increases across most categories. There was a notable decrease in Tunisian purchasing power as consumers grappled with the high cost of living. Niche categories were still able to perform well by attracting upper income consumers, resulting in healthy growth in both volume and current value terms. To boost sales, domestic companies focused on strategic promotions, especially in modern grocery retailers, s

Young couples in Tunisia are supporting sales of surface care products, especially in modern grocery retailers. These consumers are more conscious of the benefits and specific uses of surface care products, unlike the older generation who traditionally rely on multipurpose products like bleach and hand dishwashing liquids to clean surfaces. Young adults tend to be more educated and informed about the advantages of surface care products, using social media and forums to investigate new brands and

Volume sales growth of hand dishwashing was steady in 2024, supported by the entrance of several new local brands, namely Savon De Carthage, Jmal and Dex. Local players have made rapid gains in hand dishwashing over the review period, notably Lilas Vaisselle from Société d'Articles Hygiéniques Sarl (SAH). Local brands are playing an important role in expanding the category by offering hand dishwashing products at affordable prices, as well as offers and promotional deals in modern grocery retail

Bleach sales in Tunisia slowed in volume and current value terms over 2024, as consumers shifted away from bleach to more specialised products such as surface care. This trend was more noticeable in cities where there are a wider variety of products for different purposes. The rapid expansion of discounters, supermarkets and hypermarkets in the country has broadened the availability of surface care products that represent an alternative to bleach. Overall, bleach remains popular among the older

Tunisia is recording a significant rise in pollution levels, which contributes to the higher use of home insecticides. Typically, the municipal departments in each region manage household waste and maintain public sewage systems to control insect populations like flies and mosquitoes. However, many municipal services are now facing severe logistical challenges, including a shortage of trucks and essential materials to ensure daily maintenance. As a result, human waste remains untreated and conse

Soft drinks in Tunisia has experienced stagnation in 2024, with a noticeable volume decline across several subcategories. This downturn can be attributed to a combination of rising product prices, diminishing purchasing power among Tunisian consumers, and the broader economic crisis impacting the nation. These factors have significantly dampened demand for key categories such as carbonates, juices, and other soft drinks. Additionally, the influx of new entrants, particularly imported brands from

After several years of robust growth in both value and volume terms, bottled water in Tunisia has experienced a notable decline starting in 2023, which has continued into 2024. This downturn is not attributed to a reduction in consumer demand but rather to a series of operational and regulatory challenges. Technical difficulties faced by bottled water manufacturers, such as recurring electricity shortages during production cycles, have significantly disrupted output. Additionally, restrictions i

In light of the ongoing Israel-Hamas war, some Tunisians have taken to social media to share lists of brands they believe support Israel, calling for a boycott of these products. Coca-Cola has been a prominent target in this movement, with some Tunisian consumers actively urging one another to shift towards local alternatives. While Coca-Cola’s stagnating demand in 2023 could be partially attributed to price increases in carbonates, the boycott has undeniably exacerbated the company’s challenges